Although sex continues to sell the world over, society on the Korean peninsula has been rather sluggish in cashing in on its profitable appeal. But despite South Korea’s deeply-rooted conservative standards, a few sex paraphernalia shops are trying to make a mark in Seoul's greater metropolitan area. One such shop is Condomania, and you don't have to be a linguist to know what it specializes in.

From the outside, there really isn’t much that distinguishes Condomania
from its surrounding neighbors. But once inside the
little shop, located beside Hongik University in one of Seoul’s
trendiest districts, you'll see it sells all kinds of colorful and
flavorful condoms together with other sexy goods.

His first Condomania venture which opened near Ewha University in December 2005 closed not too long ago, but Condomania's owner Lee Sung-chan feels its new Hongdae location was “the most natural choice" because of the close proximity to the University and local nightlife.

Women buying more condoms

Sung-chan says he is not in the business of condoning reckless sexual behavior, but rather caters to the inevitable. With all the nightlife swelling up near the campus, and with a great number of his clientele being female students –- males here can be quite shy when it comes to this sort of thing -– he believes it would be a mistake to look the other way.

According to Condomania manager Dae Kyoung Kim, “You don’t normally see men buying our products. Women are more apt to looking after themselves, as they understand some of the consequences that may arise from unprotected sex.”

Candy condoms add flavor to the selection.Sex still hush-hush in South Korea

Sung-chan's shop may be the start of a new age in Korea's sexual liberation, but he feels the country is still very prudish compared to countries like Japan. “Korea tries to promote this image of being involved in sex education for adolescents and so on, but in the end, it’s still a very hush-hush topic.”

People here do appear willing to adapt, however. Its liberal longings have never been more apparent than in the growing number of scantily clad all-female pop groups ruling the music charts these days. But the laws are not necessarily turning in their favor.

The quest for sexual freedom

South Korea continues to categorize, or classify condoms, diaphragms and contraceptive pills as “medical devices”, making it increasingly difficult for Sung-chan to circumvent import restrictions in order to sell toys and other erotica. Regardless, once inside, customers find that what Condomania lacks in size, it certainly makes up for with an extensive selection of products. Many brands taking up shelf space, such as the popular Okamoto and Skinless 2000 series condoms, are imported from Japan while others come from a range of countries.

Customers can even grab condoms packaged in tiny, colorful milk cartons. From fur-lined handcuffs, Karma Sutra manuals and lollipop condoms to various lubricants, French ticklers and outrageous lingerie, a lot of ground can be covered here in the quest for sexual freedom.

Condomania's staff is very friendly, though somewhat reserved, and can assist in limited English.

For those people that happen to be shopping for goodies on the last Friday of the month, be sure to check out Hongdae Club Day, where 15,000 won gets you in to twenty-one clubs throughout the area, including M2 and Joker Red.

Originally from Ottawa, I spent five years in Holland before finally moving to South Korea. Having made Seoul my home for the last decade, I've had the opportunity to work for The Korea Tourism Organization (where I came up with the idea for my photoblog www.hermithideaways.com, HS Ad (where I wrote the slogan for Seoul City's global campaign) and freelance for Time Out, Conde Nast, Morning Calm (Korean Air's in-flight magazine) and Yonhap News, the country's largest news agency.